Inspired by some of VICE’s most beloved content, we created Experiences hosted by VICE friends and family as insiders who could bring guests into previously hard-to-access communities showcased in safe and engaging Experiences

In Tokyo, host of VICE’s Emmy-nominated program Gaycation, Ian Daniel and Japanese author Yuki Keiser invited guests to meet and greet the thriving LGBTQ community in Tokyo’s queer capitol, Ni-ch?me.

In New York, multi-disciplinary artist and dancer Kia LaBeija brought guests into the vogue scene for a look into the tight-knit community known for its unapologetic vibrancy.

In Paris, journalist and sex educator Camille Emmanuelle showed guests a more historical, nuanced, and naughty side of Paris than you’re used to—one only locals know.

In Cape Town, internationally-renown musician Spoek Mathambo and singer Yolanda Fyrus welcomed guests to Khayelitsha township to discover its loudest and best kept secret, a booming electronic music movement.

Upon launch in August, custom media across VICE's digital and broadcast properties globally accompanied a contest that ran for three weeks driving awareness and to participation into curated experiences. Dedicated units for each format were developed into a suite of over 60+ different assets from voicemail contest entries, to social video format cut downs, and irreverent b-roll broadcast on air to pique interest, driving back to a custom hub and entry page.

- 66 Million Branded Campaign Impressions

- 44 million press impressions

- 12 Millions video views

- 26.7k contest entries

- 22% in Airbnb Booking intent

- 13% lift in Airbnb brand awareness